A Forward-Thinking and Future Vision Brand

Saudia Airlines tasked us with creating a multi-platform brand identity for their In-Flight Entertainment and passenger experience. As Saudia is the national carrier for the Kingdom of Saudi Arabia, our goal was to create an identity that would represent the nation and inspire a global audience.

We created SaudiaBEYOND – a new brand infused with the future vision and cultural traditions of Saudi Arabia, reflecting a nation that is changing and redefining its own boundaries — looking beyond its strength in carbon-based energy and developing new and vibrant opportunities.

Typographic styles along with colour palette and brand devices reflect the creative and strategic objectives. A strikingly modern sans serif makes a statement while remaining screen-friendly and comfortable to read in all sizes. A tailor-made Arabic calligraphy font was developed to decoratively display alongside the modern font, letting passengers enjoy the harmony, grace, and beauty of the ancient artistic practice. A sleek forward-angled line stylishly accents brand design layouts (we call this the brand bar), striking notes of progression in the region. Photography representing the Saudi Arabian culture and flight destinations is unexpected, vibrant, seeing the world from a different perspective.

At every touch point of the passenger experience, we channeled the tradition of Saudi Arabian hospitality – going to great lengths to ensure guests feel welcome. From the entertainment and passenger experience website where passengers can view movie listings and cuisine for their specific flight, to the thoughtfully considered In-Flight Entertainment system design.

We developed the brand name to encapsulate the new brand values and to shine a spotlight on an airline that goes beyond all expectations for the passenger. SaudiaBEYOND introduces a new Saudi Arabia to the global traveller reflecting its dynamic and evolving vision. There is a new world of possibilities. An energising new perspective. Inspired by great opportunities and the dawn of a new era.